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Grow Your Business with Email & Social Media
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Grow Your Organization with Email & Social Media simple marketing strategy for nonprofits
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April Heavens-Woodcock
Chief Buzz Office Touching Clients
[email protected] Facebook.com/touchingclents.com @touchingclients
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Facebook LinkedIn Instagram Twitter Pinterest Youtube
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
38% Source: Litmus, “Email Client
Market Share,” April 2012
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INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice)
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ENGAGEMENT the new word-of-mouth is
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you can be your authentic self
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you have an advantage
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ENOUGH is it
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to just look good?
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at its core, marketing is about eliciting a physical and measureable
RESPONSE
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EXERCISE Start here.
write down the framework for marketing
set marketing GOALS and OBJECTIVES 1
2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS 3
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set marketing GOALS and OBJECTIVES 1
2
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an agenda and framework for marketing that works
1
get measurable RESULTS 3 get measurable RESULTS
run CAMPAIGNS on the CHANNELS that matter 2 run CAMPAIGNS on the CHANNELS that matter
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GOALS marketing
• reach new customers • drive repeat business
• nurture leads • engage members and advocates
• increase donations
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OBJECTIVES get more specific with
drive donations this month
deliver content to tradeshow
leads
fill seats on a
Sunday night
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ONE AT A TIME try to think about just
what action would people take? can you measure it?
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
fill seats on a
Sunday night
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OBJECTIVES get more specific with
drive donations this month
deliver content to tradeshow
leads
fill seats on a
Sunday night
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ONE AT A TIME try to think about just
what action would people take? can you measure it?
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver content to tradeshow
leads
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OBJECTIVES get more specific with
drive donations this month
deliver content to tradeshow
leads
fill seats on a
Sunday night
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ONE AT A TIME try to think about just
what action would people take? can you measure it?
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver content to tradeshow
leads
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EXERCISE capture your ideas
» write down at least one objective • you have space for three
» consider this for each objective you wrote down… • what does success look like? • be as specific as you can
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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set marketing GOALS and OBJECTIVES
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an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
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CAMPAIGN? what is a
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PUSH {content}
PULL {response}
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CAMPAIGNS types of
discussion
information sharing
event invites + updates
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offers + promotions
fundraising build your network
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WHAT DO I WRITE ABOUT • what you know that they don’t • what you have access to that
they don’t • “original” isn’t required… just
be interesting and relevant
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HOW MUCH IS ENOUGH
LESS IS MORE. FOCUS. 38%
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WHAT DO I WRITE ABOUT
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WHAT DO I WRITE ABOUT • repurpose + reuse
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EXAMPLES OF OFFERS
discounts downloads
support a cause
event invites
hints + tips B2B services
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GOT PICS? some channels thrive on visuals
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post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
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Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
38%
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WHICH CHANNELS MATTER? • depends on your audience and what you want them to do
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INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIAL you have to use both
amplify your email
drive traffic back to your list, email, etc.
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EXERCISE capture your ideas
» select 1 or 2 campaign types you might want to try (you can choose more later)
» what might you write about and/or offer? • what action would people take?
» which channels make sense for each? • you can always change later, but decide now which ones you want to try
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NOW, LATER OR NEVER three little words that rule your world
• who is it “from?” • what’s the “subject?” • when do you send your communication?
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WHO IS IT FROM? winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM”
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LOOK LIKE YOU brand consistency
colorcop.net search “Pixeur”
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DigitalColor Meter installed on Macs
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LOOK GREAT brand consistency
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SUBJECT OR HEADLINE winning the battle of priorities
2 SECONDS 2 WORDS 2 TODAY
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SUBJECT OR HEADLINE winning the battle of priorities
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$5 free to be naughty…or nice? [burrito restaurant chain]
Low Cost + High Value = Good News [B2B marketing services provider]
Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]
$5 for your thoughts? [survey request from pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
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EXERCISE capture your ideas
» use the 2-2-2 principle • write a good subject line or headline for
each of your campaigns
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WHEN TO SEND & POST WHEN TO SEND & POST • for social media
• 3-5 times a week is plenty • use automated tools to help
• for email • monthly is most common • when are they likely to take the action
you want?
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1. divide your list into 3 groups of people
2. select three days in the week to test
3. send your e-mail, watch for best response
FIND YOUR BEST DAY
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FIND YOUR BEST TIME
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4. use same 3 groups of people
5. select three times on the day with the best results
6. send email at 3 different times of day
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INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
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• 67% don’t see images by default
• text links get more clicks than buttons
• place your logo left or center in email
• include company name in text
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself! (and on your mobile device)
PRACTICAL ADVICE
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INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EXERCISE capture your ideas
» when will you send? • write down three days and times you want to test for your emails
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set marketing GOALS and OBJECTIVES
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an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
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at its core, marketing is about eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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RESULTS ARE MEASUREMENTS OF ACTIONS
click or download
come to the store or office
schedule a session
donate call
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TOOLS YOU NEED Email marketing is hard to beat
• lots of physical, measurable response
• easy to brand with colors + logos
• helps to measure and monetize social media
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TOOLS TO EXPAND YOUR REACH • Simple Share tool
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TOOLS TO EXPAND YOUR REACH • social media buttons
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TOOLS TO BUILD YOUR LIST – OFFLINE
• at register • with the check at end of the meal
• on registration forms
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TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™ from Constant Contact
Text to Join™ from Constant Contact
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CONSTANT CONTACT TOOLS
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THIS IS EASY. REALLY. low cost tools save you time & energy
monitor +
schedule
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BE YOURSELF.
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YOU CAN DO THIS resources to make it simple
this space will feature a “text to join” block with information for the presenter, as well as a visual of the workbook
INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
text to join my list: 855-816-6508
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Q & A THANK YOU!